Programmatic Stars at the Star Tribune

Programmatic is here to stay.  Whether it trashes your brand, crushes your CPMs or is a big plus to your bottom line has everything to do with your strategy.  The Star Tribune has taken an even-keel approach that, over time, is producing good manageable results.  20% of The Star Tribune’s revenue now comes from digital.

What’s even more impressive is the side product of the Strib's test-early, steady-as-she-goes approach.  Programmatic know-how has become so much of an expertise that the Star Tribune has started a new B2B consulting line of business to help other publishers sort out the best programmatic path for them.

Good nimble business management, a culture of entrepreneurship, a fresh sales/monetization strategy, and deft use of 3rd party platforms are all on display at the Star Tribune.

Thank you to Michael Depp for his NetNewsCheck article, “Star Tribune’s Quiet March To Digital Growth” that put the Star Tribune’s success with programmatic on our radar.